Millennials in Vietnam are changing consumer behavior and marketing strategies are needed to appeal to them. They shop differently than older consumers, focusing more on brand experience through personalization, convenience, health, and eco-friendliness. They also spend more on dining out and online. FMCG companies are adapting through digital advertising, apps, gamification, online promotions, and social media to engage millennials where they spend most of their time. To succeed, companies must offer personalized, convenient products and content while precisely targeting millennials on their preferred channels.
In recent years, Vietnam has become an important market for businesses. In fact, the World Bank expects the country’s GDP to grow steadily at a rate of 6-7% in 2019 and 2020.
The Southeast Asian country is also a mobile-first market, and with almost 70% of the population living in rural areas, mobile is the primary digital platform for consumers. Despite this, marketers struggle to reach these audiences because they have little information to work with. When data is available, it quickly becomes dated or provides insights on the whole country without drilling into rural audience behaviors.
The State of Mobile in Rural Vietnam Report closes this gap. It offers clear learnings that marketers can use to reach rural Vietnamese audiences. This report by MMA is a project led by Google with participation from MMA's network of partners, including Adtima, Dentsu Aegis Network, Infocus, Kantar Worldpanel, and Nielsen.
GroupM Brand Safety Playbook For MarketersSocial Samosa
This brand safety report released by GroupM, WPP’s media investment group, offers new category-specific recommendations for marketers on the future of brand safety.
In recent years, Vietnam has become an important market for businesses. In fact, the World Bank expects the country’s GDP to grow steadily at a rate of 6-7% in 2019 and 2020.
The Southeast Asian country is also a mobile-first market, and with almost 70% of the population living in rural areas, mobile is the primary digital platform for consumers. Despite this, marketers struggle to reach these audiences because they have little information to work with. When data is available, it quickly becomes dated or provides insights on the whole country without drilling into rural audience behaviors.
The State of Mobile in Rural Vietnam Report closes this gap. It offers clear learnings that marketers can use to reach rural Vietnamese audiences. This report by MMA is a project led by Google with participation from MMA's network of partners, including Adtima, Dentsu Aegis Network, Infocus, Kantar Worldpanel, and Nielsen.
GroupM Brand Safety Playbook For MarketersSocial Samosa
This brand safety report released by GroupM, WPP’s media investment group, offers new category-specific recommendations for marketers on the future of brand safety.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
Digital overview report of China by daxue consultingDaxue Consulting
With the multiplication of devices and touchpoints, Chinese customers now benefit from unprecedented autonomy. They have the freedom to buy anywhere and at any time according to their desires: search engines, websites, sellers, newsletters, mailings and e-mailings, media advertising, catalogs, social media, mobile and tablet applications, etc. In China, touchpoints are especially diverse and above all interconnected. It means that customer journeys will be more fragmented than in the West, while the user navigation will be smoother because traffic generation (promotion) and conversion platforms (sales) are often part of one single interconnected ecosystem.
The annual College Explorer provides an in-depth look at college students' lifestyles and habits. It examines their spending trends, technology usage, media consumption, and other important topics. It is a must-have resource for the advertising community and marketers who want to reach these important consumers of today and tomorrow.
mma warc report- mobile ecosystem and marketing in IndiaSocial Samosa
In collaboration with WARC, the MMA report highlights the mobile ecosystem in India with mobile marketing capabilities, growth in m-commerce and social marketing, and the impact of technologies such as AI, IoT, ML & voice on improving marketing efficiency.
Marketing in coronavirus times: How to navigate your brand through the stormGeorge Gritzalas
While we are aware that coronavirus is a serious health matter, we would like to face it as another challenge in our industry and we encourage our clients to face it like one too.
Xu hướng, hành vi tiêu dùng của người tiêu dùng Việt Nam năm 2019.
Cẩm nang cung cấp cho bạn một nghiên cứu toàn diện về thị trường, xu hướng, phân khúc, sản phẩm và giúp bạn đưa ra hướng đầu tư đúng đắn. Cho dù đó là xây dựng thương hiệu, tiếp thị qua phương tiện truyền thông xã hội, thúc đẩy trải nghiệm khách hàng dựa trên dữ liệu, giải quyết các mối quan tâm về quyền riêng tư hoặc pha trộn ngoại tuyến với Thương mại điện tử, cẩm nang phiên bản thứ tư này nêu bật cách các nhà sản xuất và nhà bán lẻ nên suy nghĩ, đưa ra quyết định.
Black Friday has been established as an undeniably powerful moment that mobilizes the consumer public; Therefore, we composed a presentation, in which we analyzed every perspective of Black Friday, coming to conclusions and providing directions that aim to help companies achieve the best possible result in this competitive period.
Leading media outlet RETHINK Retail spoke with top retail executives and industry thought leaders about how luxury is shifting into a more digital, personal, and sustainable industry.
See the full article on RETHINK Retail's website: https://bit.ly/37l4fj2
You’ll hear from:
Ron Thurston, VP of Stores at INTERMIX; Author of “Retail Pride”
Line Tousignant, VP Strategy & Experience at Valtech
Shannon Ryan, EVP North America at Valtech
Wolfgang Hoffmann, President of Jaguar Land Rover Canada
Fabiola Velarde, Senior Director Emporio Armani Retail Americas at Giorgio Armani
Ludovic Baussan, Co-Founder & Head of Strategy at 2nd AVE
Elinor Noble, Global Head of Retail Excellence at LOEWE (LVMH)
Francois-Xavier Hotier, President of Ulysse Nardin Americas and Kering Luxury Watches
Sandrine Crener, Program Director at Harvard Business School
Marie Driscoll, Managing Director Luxury & Fashion at Coresight Research
Marketers' guide to connected consumer journeys in Festive season 2021 by MMA...Social Samosa
MMA, GroupM, and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive season’ Playbook is a handbook for marketers on expected consumer sentiments along with recommended strategies for Diwali this year in 2021
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
Vietnam is one of Southeast Asia’s most beautiful countries with over 90 millions population. Vietnam economy has been developing over past 30 years with many achievements and became one of top countries attracting FDI in Asia Pacific. Even Covid-19 pandemic has attached Vietnam economy, however under the intelligent management, we have controled well the pandemic and push the economy grow again.
ASHAVI has consolidated insights from different source of data, providing you the prospect of Vietnam economy beside pandemic impact.
We hope you find useful information in this book.
If you want deeper understanding and market analysis, contact us : www.ashavi.com for more details.
10 Years of Brand Crisis & Controversies in China - November 2019Next Ren Shanghai
The number of brand incidents has grown exponentially in recent years and we expect this trend to continue into the next decade.
Unsurprisingly because there are more brands from North America and Europe that have entered the Chinese market we also see more incidents. It’s impossible to rule out the impact of rising global trade tensions especially with China’s long time rival theU.S.A. However foreign brands are not necessarily being unfairly targeted, brands originating in China are also not immune to controversy.
See how the data evolved and how brands managed those crisis.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
Digital overview report of China by daxue consultingDaxue Consulting
With the multiplication of devices and touchpoints, Chinese customers now benefit from unprecedented autonomy. They have the freedom to buy anywhere and at any time according to their desires: search engines, websites, sellers, newsletters, mailings and e-mailings, media advertising, catalogs, social media, mobile and tablet applications, etc. In China, touchpoints are especially diverse and above all interconnected. It means that customer journeys will be more fragmented than in the West, while the user navigation will be smoother because traffic generation (promotion) and conversion platforms (sales) are often part of one single interconnected ecosystem.
The annual College Explorer provides an in-depth look at college students' lifestyles and habits. It examines their spending trends, technology usage, media consumption, and other important topics. It is a must-have resource for the advertising community and marketers who want to reach these important consumers of today and tomorrow.
mma warc report- mobile ecosystem and marketing in IndiaSocial Samosa
In collaboration with WARC, the MMA report highlights the mobile ecosystem in India with mobile marketing capabilities, growth in m-commerce and social marketing, and the impact of technologies such as AI, IoT, ML & voice on improving marketing efficiency.
Marketing in coronavirus times: How to navigate your brand through the stormGeorge Gritzalas
While we are aware that coronavirus is a serious health matter, we would like to face it as another challenge in our industry and we encourage our clients to face it like one too.
Xu hướng, hành vi tiêu dùng của người tiêu dùng Việt Nam năm 2019.
Cẩm nang cung cấp cho bạn một nghiên cứu toàn diện về thị trường, xu hướng, phân khúc, sản phẩm và giúp bạn đưa ra hướng đầu tư đúng đắn. Cho dù đó là xây dựng thương hiệu, tiếp thị qua phương tiện truyền thông xã hội, thúc đẩy trải nghiệm khách hàng dựa trên dữ liệu, giải quyết các mối quan tâm về quyền riêng tư hoặc pha trộn ngoại tuyến với Thương mại điện tử, cẩm nang phiên bản thứ tư này nêu bật cách các nhà sản xuất và nhà bán lẻ nên suy nghĩ, đưa ra quyết định.
Black Friday has been established as an undeniably powerful moment that mobilizes the consumer public; Therefore, we composed a presentation, in which we analyzed every perspective of Black Friday, coming to conclusions and providing directions that aim to help companies achieve the best possible result in this competitive period.
Leading media outlet RETHINK Retail spoke with top retail executives and industry thought leaders about how luxury is shifting into a more digital, personal, and sustainable industry.
See the full article on RETHINK Retail's website: https://bit.ly/37l4fj2
You’ll hear from:
Ron Thurston, VP of Stores at INTERMIX; Author of “Retail Pride”
Line Tousignant, VP Strategy & Experience at Valtech
Shannon Ryan, EVP North America at Valtech
Wolfgang Hoffmann, President of Jaguar Land Rover Canada
Fabiola Velarde, Senior Director Emporio Armani Retail Americas at Giorgio Armani
Ludovic Baussan, Co-Founder & Head of Strategy at 2nd AVE
Elinor Noble, Global Head of Retail Excellence at LOEWE (LVMH)
Francois-Xavier Hotier, President of Ulysse Nardin Americas and Kering Luxury Watches
Sandrine Crener, Program Director at Harvard Business School
Marie Driscoll, Managing Director Luxury & Fashion at Coresight Research
Marketers' guide to connected consumer journeys in Festive season 2021 by MMA...Social Samosa
MMA, GroupM, and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive season’ Playbook is a handbook for marketers on expected consumer sentiments along with recommended strategies for Diwali this year in 2021
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
Vietnam is one of Southeast Asia’s most beautiful countries with over 90 millions population. Vietnam economy has been developing over past 30 years with many achievements and became one of top countries attracting FDI in Asia Pacific. Even Covid-19 pandemic has attached Vietnam economy, however under the intelligent management, we have controled well the pandemic and push the economy grow again.
ASHAVI has consolidated insights from different source of data, providing you the prospect of Vietnam economy beside pandemic impact.
We hope you find useful information in this book.
If you want deeper understanding and market analysis, contact us : www.ashavi.com for more details.
10 Years of Brand Crisis & Controversies in China - November 2019Next Ren Shanghai
The number of brand incidents has grown exponentially in recent years and we expect this trend to continue into the next decade.
Unsurprisingly because there are more brands from North America and Europe that have entered the Chinese market we also see more incidents. It’s impossible to rule out the impact of rising global trade tensions especially with China’s long time rival theU.S.A. However foreign brands are not necessarily being unfairly targeted, brands originating in China are also not immune to controversy.
See how the data evolved and how brands managed those crisis.
Vietnam Search for tomorrow - Insight cho doanh nghiệp 2020 - SEOGNONSEONGON
Tìm hiểu trong năm 2020 đã qua, người Việt Nam đang tìm kiếm điều gì trên Google Search và doanh nghiệp cần làm gì để tận dụng điều này. Tài liệu được cập nhật bởi SEONGON.
Với 68 triệu người dùng Internet, nền kinh tế Internet của Việt Nam là nền kinh tế phát triển nhanh thứ hai trong khu vực(1), tăng trưởng 39% mỗi năm kể từ năm 2015.
Quỹ đạo tăng trưởng này tiếp tục với chính sách của chính phủ hướng tới độ phủ 100% của điện thoại thông minh (smartphone), thông qua việc hỗ trợ sản xuất điện thoại thông minh giá rẻ(2), và một trong những gói dữ liệu mạng di động rẻ nhất trong khu vực.
Trong báo cáo ‘Tìm kiếm cho ngày mai của Việt Nam’ đầu tiên, Google đã xem xét các xu hướng tìm kiếm của mọi người trên khắp đất nước và khám phá cách họ đang ngày càng tích hợp kỹ thuật số vào cuộc sống hàng ngày của mình.
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
my e-commerce notes of full syllabus is prepare by me...under gidence of mr sachin sir..i am very glad to upload thid dacument in slideshare ...its very helpfull for student...
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
1. CATERING TO THE NEW ECONOMIC POWERHOUSE IN VIETNAM – MILLENNIALS
Vietnam’s Millennials are changing the landscape of consumerism. These 18-35 year old’s exhibit
different purchase behavior and require different marketing strategies to harness their interest in
your products and services and above all their ever growing disposable incomes.
FMCG growth
2018 witnessed the first year in over 25 years that Fast Moving Consumer Goods (FMCG) volumes
experienced decline in urban Vietnam, at 0.1 percent negative growth and only a mild 2.4% value
growth, driven mostly by Inflation. FMCG growth in Rural Vietnam was more positive with a 5.5% value
growth and 3.2% volume growth.
FMCG VALUE & VOLUME GROWTH %
Kantar WorldPanel – January-November 2018
However, FMCG marketers need not panic just yet, as there are several growing trends which shed a
healthier picture in the FMCG Millennial market.
FMCG purchases are typically measured by what is purchased and consumed inside the home and does
not include out of home consumption, where Millennials are flexing their economic muscle.
Infocus Mekong Research’s 2019 Consumer Confidence Index is still very positive at 91 points out of an
index on 120 points, only 1 point below 2018, meaning that consumers are still upbeat and willing to
spend, but are spending their hard earned Dong differently than their non Millennial contemporaries.
Millennial consumers shop very differently and look more for Brand experience than other consumers
and place a high value on the entire experience and convenience of spending money, than non-
millennials, whose key focus has been on best vale for money and bands that are “good enough”.
What is a millennial?
Millennials, also known as Generation Y or the Net Generation, are the demographic cohort that directly
follows Generation X, consisting of individuals born between 1982 and 2004. Millennials grew up in an
electronics-filled and increasingly online and socially-networked world. They are the generation that has
received the most marketing attention. Having been raised under the mantra "follow your dreams" and
being told they were special, they tend to be confident.
2. In Vietnam, though similar to Global Millennials, they are typically younger and defined by Vietnam’s
turbulent history and the arrival of the internet and mass media. Thus, a typical Millennial in Vietnam
was born ten years after the Reunification of Vietnam and defined by the arrival of the internet in
December of 1997, making Vietnam’s Millennials aged 18 to 35 years of age, but with very similar traits
as their Global brethren.
Prevailing Trends
The major difference between millennials and older consumers can best be summed up as; Consumers
who care more about personalization of goods and services, with a keen eye on brand experience and
enhancement, convenience and health who are all digital natives and are much more brand astute and
savvy than older consumers.
Millennials almost always research their purchases on-line before any purchase. They compare, research
on-line, visits stores, to try, then ultimately buy on-line to save money and gain convenience.
These consumers enjoy and want their freedom and independence, and hence tend to go out much
more in terms of dining and eating out, stepping out of the yoke of parental control. This is partially
what is driving the reduction of FMCG in-home volume consumption, as they buy less to consume at
home and more as they are on the go. Just visit any of Vietnam’s coffee shops, fast food outlets and
convenience stores, to see the high volume traffic. Circle K, as way of example experienced double digit
growth in 2018, and outlets such as Jollibee are also seeing phenomenal growth due to this trend of out
of home consumption.
Millennials are the drivers of everything Digital. 90% own a smartphone and over 60% own laptops,
desktops, tablets and even smart watches. 78% made at least one purchase on-line in the last 30 days,
highlighting a mega Millennial trend, on-line shopping. Most on-line platforms are thriving in terms of
growth, but still hindered by supply chain issues and the limited use of electronic payment, but growth
for some is in the triple digits. This further adds to the reduction of the traditional FMCG market growth
as digital purchases are impacting both Modern trade and Traditional trade growth. Ironically, of the US
$3 Billion plus e-commerce market, some categories are already outselling modern and traditional
trade.
ON-LINE VS OFF-LINE CATEGORIES PENETRATION
IFM Market Place Survey
3. Banks and insurance companies in Vietnam have realized this digital trend explosion and are all offering
Omni-Channel payment and purchase options, further catering to these tech savvy consumers.
In terms of product and service brand selection, Millennials choose brands and services that offer;
personalization, such as being able to design your own running shoes, Apps, which you can program
with your preferred content and all must offer, convenience, such as free delivery, have a health
platform and are eco-friendly. These are the new parameters of Brand selection and should evolve even
further in the next few years.
Another key trend is switching from local Vietnamese brands to International brands. This especially
holds true for the Food and Beverage Categories, due to recent food safety and hygiene issues of some
local brands. This is further exacerbated by the perception that Vietnamese brands should be cheaper to
produce, creating the perception that Vietnamese brands should be cheaper than International brands
and hence consumers select International brands, as they are perceived to have better quality and
assurances, even at a slightly higher price.
FMCG Company tactics and strategies
Many FMCG companies have been quick to realize these changes. Nowhere can this been seen more
prominently than the growth of digital advertising spend, which in a short 5 years has growth from
about US $30 Million to an estimated US $300 Million in 2018. Though only accounting for some 17% of
total advertising spend, it does bare witness that FMCG’s are fishing where the fish are, on-line.
Almost all major FMCG’s advertise on Facebook, Google and even have their own fan pages and blogs
for consumers to add and share experiences. This is one area where proper targeting and knowing
exactly who your Millennial digital native is, becomes crucial, to ensure you are measuring the impact of
your digital campaigns to better understand your R.o.I, which Infocus can help with via our partner
Miaozhen systems.
Many FMCG’s have embraced gaming to bring their messages to these young consumers. As all are
digital and grew up with Gaming, many companies are attracting consumers by gamifying their
messages to generate brand awareness and consideration.
As Vietnam’s tech boom continues, many companies are reaching consumer with Digital promotions,
using QR codes to deliver discounts and vouchers to drive business. This again allows for immediate
access and reduces cost, as paper and procedures are minimalized.
Vietnam has become the land of Apps. There are over 4,000 apps available daily to download. Apps
allow FMCG’s the power of gaining invaluable information about their consumers, while driving their
communications and allowing to better target their consumers with algorithm preferences, making
consumer choice so much easier.
FMCG’s are also embracing Market place platforms, such as Shopee, Sendo and Lazada. These market
places offer free delivery and ultimately convenience, further driving sales and reducing reliance on
store presence, which is becoming more and more cost prohibitive.
4. The usage of Social media has skyrocketed, from the obvious (Facebook, Google, Zalo, etc) to the new,
Instagram, Viber, Facetime. FMCG’s are placing themselves at the forefront of where Millennials spend
most of their time, on-line and via their smartphones. This allows for continuous brand building in an
ever more fragmented media market.
Finally, many FMCG’s have brought technology to the retail environment, where smartphone targeted
ad campaigns tell a consumer where the best deals are and what discounts can be had.
Considering that smart technology has only been in Vietnam for 7 years or so, it is amazing how fast the
digital advertising age has transformed the FMCG landscape and will continue to do so.
Winning Millennials
So, to ensure the continued growth of FMCG from Millennials, it is critical to offer; a strong on-line
presence, Apps, gamification, smart tech retail messaging, on-line promotions, and most importantly
content and products or services which meet these consumers expectations which are; personalization,
convenience, a healthy platform, eco-friendliness and a sense of belonging and an ability to share.
If these can be achieved, the last challenge for success is to ensure you know how to specifically target
these millennials, which is all about; knowing your target audience and their preferred medial channels
and which categories they prefer for which media channels, and what time to engage them.
Ralf Matthaes
Founder / Managing Director
Infocus Mekong Research